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					A d v A n c i n g e d u c At i o n A l A n d p r o f e s s i o n A l pA r t n e r s h i p s n At i o n w i d e




                  florist
                               the professional



  Volume I 2012




        MFA’s
    2012 Expo

     The New
     Workers’
    Comp Law

      A Flower
        Shop’s
      Groupon
      Success

          MFA
   Scholarship
      Winners




                   Vintage-Themed
                                                                                                        n
                                                                                                    at D
                                                                                                      io
                                                                                                  ic r




                   Weddings
                                                                                                bl wa
                                                                                              Pu a
                                                                                             g nD
                                                                                           in o
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                                                                                       in Dia
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                                                                                                                               www
A d v A n c i n g e d u c At i o n A l A n d p r o f e s s i o n A l pA r t n e r s h i p s n At i o n w i d e




                               florist
                                          the professional




Volume I 2012
                                         Leadership Report
            Cover image by                                                                                                           1152 Haslett Road, P.O. Box 67 Haslett, MI 48840
      Rene Van Rems, AIFD
                               4    Let’s Go, Let’s Go, Let’s Go!                                                                          (517) 575-0110 • (517) 575-0115
     www.renevanrems.com                 By Rod Crittenden, MFA Executive Vice President                                                        rod@michiganfloral.org
           (888) 824-7363                                                                                                                       www.michiganfloral.org
                                         MFA Benefits
                                                                                                                               MFA Staff
                               5    Floral Partnerships = Higher Benefits
                                                                                                                               Executive Vice President: Rodney P. Crittenden
                                         Legislative Update                                                                    Executive Assistant: Cindy S. Ching, AIFD, CF
                               6    Governor Snyder Signs Work’s Compensation Reforms Into Law                                 MFA Board of Directors 2011
                                         Article Courtesy of Regency Group                                                     President: Alice Waterous, AIFD, CF, CFD, PFCI
                                                                                                                               Floral Consultant, Grand Haven, MI
                                         Professional Partnerships
                                                                                                                               Vice President: Bob Patterson
                               7    Debit Fee Reductions = Savings for You                                                     Patterson’s Flowers, Big Rapids, Cadillac & Reed City, MI
 Photo caption: Rene’s book,
                                         By Anne Heraghty
                                                                                                                               Treasurer: Jim Schmidt
  Rene’s Bouqets for Brides
                                         Bridal Update                                                                         Hyacinth House, Lansing, MI
                                                                                                                               Immediate Past President: Jeanette Gaudreau-Ballien
                               8    A Vintage Affair                                                                           Gaudreau the Florist, Saginaw, MI
                                         By Derek C. Woodruff, AIFD, CF, CFD
                                                                                                                               Executive Vice President/CEO/Secretary: Rodney P. Crittenden
                                         Wholesaler Connection                                                                 Michigan Floral Association, Haslett, MI

                               10   The Wholesaler and Retail Florist – A Valentine’s Day Match!                               Directors-At-Large
                                         By Patricia Lilly                                                                     Bob Patterson
                                                                                                                               Patterson’s Flowers Big Rapids, Cadillac & Reed City, MI
                                         MFA’s 2012 Great Lakes Floral Expo                                                    Kim Herbers
                               11   All the details on The President’s Reception,                                              Saginaw Valley Flower Exchange, Saginaw, MI
                                    Recognition Banquet and Industry Awards Ceremony;                                          Kathy Petz, AAF, CF, PFCI
                                    GLFE Retail Shop Dinner Tour; and Main Stage,                                              Teleflora, Holly, MI
                                    Hands-On and Business Sessions
                                                                                                                               Regional Directors
                               16   GLFE Schedule at a Glance
                                                                                                                               R1: Connie Adamo
                               17   MFA 2011 Design Contest, Books, Bids, Showcases                                                Conner Park Florist, Detroit and St. Clair Shores, MI
                               18   GLFE Registration Form                                                                     R2: Debbie Royal, AIFD, CF, CFD
                                         Web Savvy                                                                                 Royal Expressions, Blissfield, MI
                                                                                                                               R3: Teresa Cytlak
                               19   Join the Groupon                                                                               Ridgeway Floral, Three Rivers, MI
                                         How a florist found success with the popular e-mail deal
                                                                                                                               R4: Alice Waterous, AIFD, CF, CFD, PFCI
                                         By Kathy Valentine                                                                        Floral Consultant, Grand Haven, MI
                                         Designer Spotlight                                                                    R5: Jeanette Gaudreau-Ballien
                                                                                                                                   Gaudreau the Florist, Ltd., Saginaw, MI
                               21   What’s Your Favorite Color?
                                         By Derek C. Woodruff, AIFD, CF, CFD,                                                  R6: Jay Porcaro
                                                                                                                                   Weber’s Floral & Gift, Sault Ste. Marie, MI
                                         2011 Designer of the Year
                                         Member Profile                                                                        Publications Committee
                                                                                                                               Connie Adamo, Chairperson
                               22   Home Grown                                                                                 Conner Park Florist, Detroit / St. Clair Shores, MI
                                         Hastay’s Greenhouse & Flower Shop planting the seeds of success for almost 60 years
                                                                                                                               Teresa Cytlak
                                         By Heidi Anderson, Editor
                                                                                                                               Ridgeway Floral, Three Rivers, MI
                                         Industry Advancement                                                                  Jerome Raska, AAF, AIFD, CAFA, CF, CFD, PFCI
                               24   Lucky Thirteen Earn MFA Scholarships                                                       Blumz...by JRDesigns, Detroit / Ferndale MI
                                                                                                                               Jeanette Gaudreau-Ballien
                                         Company Profile                                                                       Gaudreau the Florist, Ltd., Saginaw, MI
                               25   Get to Know N.S.E. Imports                                                                 Alice Waterous, AIFD, CF, CFD, PFCI
                                         By Heidi Anderson, Editor                                                             Floral Consultant, Grand Haven MI

                                         CF Report                                                                             Publisher: Rodney P. Crittenden
                               27   CF Goes to the Expo
                                                                                                                               Advertising Director & Sales: Rodney P. Crittenden
                                         By Tim Latimer, CF Chairman
                                                                                                                               Editor: Heidi Anderson
                                                                                                                               Graphic Design: Joe McGurn
                               29   Professional Education Center                                                              Printing: Village Press Publications
                                                                                                                               MFA is not responsible for the statements or opinions
                               29   Classified Ads                                                                             published in the The Professional Florist. These represent the
                                                                                                                               views of each author and are not necessarily the views
                               30   Business Cards                                                                             of the association or its staff.
the professional florist | volume I 2012



leadershipreport




Let’s Go, Let’s Go,
Let’s Go!
By R o D C R I T T E n D E n , M FA E x E C U T I V E V I C E P R E S I D E n T




                     H
                                    ave the last few years just                I’ve spoken with many florists over the past year, and the
                                                                            one common thread amongst them all is: business is OK, it’s
                                    kind of slipped away? Does all
                                                                            just coming from different directions and it’s crazy trying to
                                    the talk of doom and a lousy            put your finger on it, let alone trying to figure it all out. Doing
                      economy get you down? Are you tired of                business today means trying new things, exploring new ways
                                                                            to create new revenue streams, and remembering to never,
                      wondering: where have all the sales gone?             never, never forget about the importance of your customers.
                      Do you feel like you’ve missed the starting           Remember this as you prepare for Valentine’s Day; just because
                                                                            everyone says you need to be on Facebook or Twitter, don’t
gun? It’s January 2012 and another year full of opportunity                 forget about all those customers who helped build the business
has just begun, so let’s go, let’s go, let’s go!                            that you have today. Many of these people are not into social
                                                                            media on a daily basis. They like you and your flowers because
                                                                            you are you, and your flowers are simply the best. They like
                                                                            how you and your staff treat them when they call, e-mail, send
                                                                            an IM or even walk through your door. They can’t get this kind
                                                                            of red carpet service or treatment anywhere else. They can buy
                                                                            flowers anywhere these days, but they come to you because
                                                                            they ‘like’ you. Again, don’t ever forget the importance of your
                                                                            customers –treat them like the gems they are.
                                                                               With this in mind, I would like to personally invite each
                                                                            of you to Grand Rapids, MI, March 2-4, for the 2012 Great
                                                                            Lakes Floral Expo (GLFE). The GLFE committee, headed by
                                                                            2012 Chairperson, Bobbi Ecker Blatchford, AAF, AIFD, PFCI,
                                                                            has put together an outstanding lineup of very talented and
                                                                            savvy individuals who will help you put your finger on where
                                                                            today’s sales are coming from. I would highly recommend
                                                                            coming for all three days if you can. If you can only come for
                                                                            a day or two, you won’t be disappointed. I promise you will
                                                                            leave the Expo re-energized and ready to hit the ground
                                                                            running. You’ll have a clearer understanding of where the
                                                                            industry is today and how you can position yourself to take
                                                                            advantage of both new and old time-tested sales strategies.
                                                                               I sincerely wish all of you a very happy and profitable 2012.
                                                                            Your MFA is your silent partner and we are here to help you
                                                                            grow your business. Please let us know if we can ever be of
                                                                            assistance. I can’t wait to see you in Grand Rapids the first
                                                                            weekend in March for “Sell-O-Bration,” the most outstanding
                                                                            regional floral expo at the fabulous DeVos Center & Amway
                                                                            Grand Plaza Hotel.




4
                                                                                                  the professional florist | volume I 2012



                                                                                                          MFaBeneFits


Michigan Floral Association Professional Partnership Benefits

Floral Partnerships = Higher Revenue
                  1.                                                                                          4.
  Michigan Horticulture                                                                            MFA SuperFleet
 Industries Self Insured                                                                             Fueling and
 Workers’ Compensation                                                                           Vehicle Maintenance
    Fund (MHI Fund)                                                                                   Program!
The MHI Fund is a member-owned work-                                                         SuperFleet and MFA have a no-charge
ers’ compensation program that exists                                                        fuel discount program that offers you
for the exclusive benefit of the floral in-                                                  all the same features and benefits that
dustry and offers substantial savings to                                                     are usually reserved only for companies
its members. Most members would agree                                                        with large fleets. you see, as a group,
that one of their biggest benefits is the                                                    your association purchases enough fuel
profit return they receive. This year alone,                                                 to qualify as a large fleet and therefore
the State of Michigan authorized the Fund                                                    qualifies for volume cost savings. MFA
to distribute $1.8 million back to its mem-                                                  members are currently saving more than
bers, bringing the total returned to $17                                                     $400 every month on their fuel spend
million since the Fund’s inception in 1993.                                                  collectively, while reaping the benefit of
Right now, more than 70 percent of the                                                       security and tracking to ensure legiti-
members are receiving returns equal to                                                       mate fuel consumption by employees.
56 percent of their premium.                                                                 Save 10-cents per gallon as a new
                                                                                             SuperFleet account at Speedway and


                 2.
                                                                                             5-cents per gallon at Marathon for your
                                                                                             first 90 days!


  Business and Personal
    Lines of Insurance
 & Blue Cross/Blue Shield                                       3.                                            5.
   Health Group Plans                                                                             Collection Services
Insurance, both business and personal,
                                                 Unbeatable Credit Card                      Since 1938, I.C. System has been
is a necessity. When working with your             Processing Rates                          helping clients achieve their collection-
agent, make sure you request them to           Midwest Transaction Group has a long          related goals. Their experienced
quote your policy with Auto owners and         history of providing the membership           personnel, proven processes, and
use the Michigan Floral Association as         some of the lowest processing rates in        leading-edge technology combine for
your preferred group. you can also use         the industry, the partnership is best         high recovery rates without alienating
your MFA membership for access into            known for the personalized customer           your customers. They have collected
the MHI Work Comp Fund and many Blue           service it provides. Every member call        billions of dollars for clients, and the
Cross / Blue Shield programs. Steve Grin-      to our office is handled by a live, friend-   number of times our practices caused
nell is our preferred agent at the David       ly person – regardless of the time of day     a client to pay a legal judgment is zero.
Chapman Agency. Steve would be hon-            or the day of the week. With the MFA          I.C. System is a full-service agency
ored to have the chance to quote your          processing program, terminal supplies         with 30,000 clients representing nearly
business and personal insurance needs.         are free as is the PCI compliance support     every industry. Expect unparalleled
He has been able to save our members           we provide. There really isn’t a better       service and recoveries to greatly
serious money over the past several years.     program available!                            improve your bottom line.
                                                                                                                                        5
the professional florist | volume I 2012



legislativeUpdate


Governor Snyder Signs
Workers’ Compensation Reforms Into Law
ARTICLE CoURTESy oF REGEnCy GRoUP




O
         n December 19, 2011, Governor Rick Snyder signed a bill
         modernizing workers’ compensation laws in Michigan
         to benefit both employers and employees. Public Act 266,
authored by State Representative Brad Jacobsen, R-Oxford, has
two primary purposes. First, it modernizes the workers’ compen-
sation statute, which is important because medical advances,
economic conditions, and information technology warrant its
update. Second, it also codifies case law, which has widely fluctu-
ated over the last 15 years due to different court interpretations
of “disability” and “personal injury.” Codification of the current
interpretations will help prevent continued wavering and bring
some certainty and stability to the law.
   “An injury on the job is stressful enough for both the em-
ployee and the employer without having to deal with confu-
sion in Michigan’s law,” said Jacobsen. “The updates signed
by Gov. Snyder will eliminate this confusion and cut down
on the need for court cases to resolve claims. The goal is to




    We are here to help…
         Kennicott Brothers                                            State Representative Brad Jacobsen, R-Oxford, and Gov. Rick Snyder with the
                                                                       signed bill.

             Company                                                   get the employee healthy and back to work as soon as pos-
                                                                       sible and these updates will do just that.”
      Serving the Midwest Floral Industry since 1881.
                                                                          The bill clarifies an injury to be “medically distinguishable”
           Visit us at one of our seven locations                      from an employee’s prior condition in order to be compen-
           or on the web at www.kennicott.com.                         sable; provides that a limitation of wage earning capacity would
            Contact us at info@kennicott.com.                          occur only if an employee were unable to perform all jobs
                                                                       paying the maximum wages in work suitable to his or her
    If You can’t find it at Kennicott’s, You can’t find it anywhere!
                                                                       qualifications and training; includes wages an employee earns
      Hammond, IN               Chicago, IL                            or is capable of earning in the definition of “wage earning
      219-933-7515              312-492-8200                           capacity;” and provides that an employee would have an af-
      4316 Calumet              452 n Ashland                          firmative duty to seek reasonably available work.
      Aurora, IL                Waukegan, IL                              According to Tim Hanna, administrator of the Michigan
      630-896-1091              847-244-3110                           Horticulture Fund and chairman of the Michigan Council of
      720 new Haven             3210 Grand Ave.                        Self Insured Group Administrators, the legislation will help
                                                                       create a more predictable workers’ compensation system, which
      Elk Grove Village, IL
      847-734-8650                                                     makes the State far more attractive for job expansion and job
      880 Estes Ave.                                                   creation.
                                                                          “Florists face many challenges, the least of which should be
      Milwaukee, WI
                                                                       trying to interpret an ambiguous workers’ compensation sys-
      414-443-1100
      4831 W. State                                                    tem,” Hanna said.
                                                                          Those currently receiving benefits or those with pending claims
      Decatur, IL                                                      will not be subject to changes signed into law today.
      217-422-2438
      1695 north 21st St.

                                                                       Visit Regency’s Web site at www.regency-group.com.
6
                                                                                                       the professional florist | volume I 2012



                                                                          proFessionalpartnerships


Debit Fee Reductions = Savings for You
By AnnE HER AGHT y




                   L
                           ast year, Congress passed legislation com-   them is to move to the Interchange Plus pricing model. The Inter-
                           monly known as the Durbin Amendment,         change Plus pricing model is the only model that will automati-
                           charging the Federal Reserve Board to        cally pass through the interchange fees at their exact cost, including
                    determine a standard interchange fee for process-   the new lower debit card fee.
                    ing a debit card transaction. They decided the        As an added bonus, when you move to Interchange Plus pricing,
                    new interchange fee would be capped at 0.05         the new debit fee is not the only fee that can be affected. This
                    percent + 21 cents. This fee went into effect on    model gives processors the ability to better analyze data and po-
                    October 1, 2011. It is not often that government    tentially offer you even more savings.
                    involvement means lower costs for business own-       As the Michigan Floral Association’s endorsed processor, we want
ers, but this time you could realize some significant savings, par-     you to know that this move can be very easy. If you are already
ticularly if you accept a fair amount of debit cards.                   processing with MTG, all you need to do is call us at (888) 599-2209.
   There are a couple of things you should keep in mind as this new     We can quickly review your statement and project the savings you
fee is implemented. As with many legislative-based reforms, there       can expect. If you are not processing with us, we encourage you to
are complexities. In this case, the cap only applies to debit cards     contact your current processor and ask to be moved to the Inter-
issued by very large banks – it does not include those issued by        change Plus pricing model. Again, it is the only way you and your
smaller, community banks or credit unions. While large banks issue      business can realize the full savings of this debit fee cap. If they are
the overwhelming majority of debit cards, the fact remains that         unwilling to make that move an easy one, we can help.
some debit card interchange fees will not change.
   Processors aren’t required to pass through these new lower in-       Anne Heraghty is a communications manager at Midwest Transaction Group,
terchange fees, so the best way to ensure that you are going to get     www.midtrans.com.




                                                                                                                       2012




                                                                                                                                              7
the professional florist | volume I 2012



BridalUpdate




AVintage
        Affair
        B y D E R E k C . W o o D R U F F, A I F D , C F, C F D




                     L
                          ace birdcage veils, mercury glass and
                                                                                  Vintage events are hot in the wedding industry, and floral designers have
                          skinny ties are all common elements                     great potential for making the look modern and new.
                          in today’s wedding schemes – but
                    where did these modern day ideas stem                         be difficult to pull off an overall scheme. Look for rental spaces
                    from? Vintage events are hot in the                           such as old hotels, restaurants, barns, or a tent. When it comes
                    wedding industry, and as floral designers,                    time to add the important, decorative elements, the look should
                    we have great potential for tapping into                      appear naturally without much effort, given the proper planning.
                    our heritage of experience for what was                          Thinking about basic human needs, we can pinpoint the one
                    once considered modern and new.                               thing on our guests’ minds: the food. Keeping the food theme
   As in every industry – fashion, interiors, music – just to name                vintage can be difficult in modern times, given trends in culinary
a few, trends go in and out. They are recycled, rebooted, updated                 flavoring and over-the-top epicurean creations. Remember:
and made new again. The key to success is that the trend is                       while tasting foods and gathering ideas for the big day, keep
different enough not be outdated, but with a new twist to make                    flavors and presentation simple. Sometimes being timeless can
it exciting once again. The iconic elements of a vintage wedding                  leave a bigger impression than being trendy. Other popular
are what take the guests on a journey back in time and set the                    features of modern day weddings and events are late night coffee
overall mood. It is important to make sure the affair has a flow                  or pizza bars. As fun as these things may be, they wouldn’t have
when choosing things such as music, floral, linens and even food                  done them back in the day. Keep dessert as simple and timeless
to deliver a consistent theme – every detail counts!                              as the meal to really keep your guests impressed.
   Venue selection may be limited based on one’s budget, but                         Even lighting can be vintage. Think back to a simpler time,
considering all the options will help you in selecting the right                  before modern day technology. Imagine being the guest for
location for a retro look. Keep in mind that you don’t want to                    dinner at an old Inn. You would see no fluorescent lighting and
choose a venue that you will have to compete with for décor and                   no LED’s. Soft amber chandelier glow, lamplight and collections
lighting. If the space doesn’t look vintage without décor, it may                 of candles are great examples of vintage lighting. When used in




Peonies, garden roses and ranunculus are good   A splash of feathers gives a nice vintage touch.      Large blossoms make the simplest design a dynamic arrangement.
vintage-look choices.
8
                                                                                                                            the professional florist | volume I 2012




                                                                                              For flowers to wear, the large blossoms make the simplest
                                                                                           design a dynamic arrangement. Applying a large garden rose to
                                                                                           a metallic bracelet makes a corsage simple, yet fashionable for
                                                                                           an addition to a beautiful antique gown. Soft white ranunculus
                                                                                           attached to the birdcage veil will be a beautiful detail in the
                                                                                           wedding photos. Keep boutonnieres and hairpieces simple using
                                                                                           modern day decorative elements (such as wire) for mechanical
                                                                                           purposes only, though a splash of feathers or beading gives a
                                                                                           nice vintage touch.
       Floral trends for vintage weddings tend to be lush and romantic in look and feel.      As floral designers and event planners, clients come to us to
                                                                                           help them achieve the look and feel desired for specific themed
       abundance, they can provide ample lighting for any event while
                                                                                           events. All of the basic elements come into play when planning
       not escaping the boundaries of the vintage affair.
                                                                                           such an affair. By knowing our market, our resources, local
          Floral trends for vintage weddings tend to be lush and romantic
                                                                                           venues and our clients, we can successfully deliver an overall
       in look and feel. Peonies, garden roses and ranunculus are
                                                                                           feeling of satisfaction to our most important patrons and their
       common. Filler flowers are also in demand, as they add a soft
                                                                                           guests – and a feeling of accomplishment to ourselves.
       and gentle feel, almost like feathers, to any arrangement. Among
       the most popular is Astilbe, with its soft textures and pastel
       colors. Vintage bouquets tend to be a rich variety of flowers,
       which gives the overall wedding an eclectic feel. For centerpieces,                 Derek C. Woodruff is the 2011 Michigan Floral Association Designer of the
       placing these large blossoms in separate collected bottles or                       Year, and was named Young Person of the Year by MFA in 2010. Derek was
       simple, classically shaped glass vase collections available at your                 a contestant on “The Arrangement,” the world’s first floral design reality
       local wholesaler stretches a budget while at the same time giving                   competition show, and has been published in national floral magazines.
       a true vintage look.                                                                Since 2008, he has owned The Floral Underground in Traverse City, MI.




ent.

                                                                                                                                                                        9
the professional florist | volume I 2012



WholesalerConneCtion



The Wholesaler
and Retail Florist –
A Valentine’s Day Match!
B y P AT R I C I A L I L Ly




                      O                                                  5. Cut-Flower Quality:
                             ne of the most important days on the                                                Wholesalers deliver high
                             calendar each year for the floral in-       quality flowers. Their expertise and connections in the marketplace
                             dustry, Valentine’s Day, requires           ensure delivery of the freshest and highest caliber product.
                    months of planning and preparation for grow-
                    ers, wholesalers, transportation and logistics       6. Relationship: Most retail florists have built a long-
                    providers and retail florists. All of this behind-   term business relationship with their wholesaler. When you call
                    the-scenes preparation ultimately allows the         your wholesaler, they know who you are and understand your
                    customer to select the perfect floral gift from      unique needs. They will introduce new products and recommend
                    a wide array of offerings.                           existing products based on their understanding of your market
   The success of Valentine’s Day sales is dependent on advance          and customer needs.
planning and preparation factors, as well as another critical            7. Easy to Order:            Wholesalers are the easiest source
component – the role of the wholesaler in the selection and              from which to order product. Their systems provide easy access
delivery of high quality product and service to its retail florist       and a knowledgeable sales staff trained to help make your order-
community. The reliability of the floral supply chain is best            ing a simple and straightforward action.
represented in the critical role the wholesaler plays. For this
reason, a retail florist’s connection with their wholesaler is           8. Convenience:              Wholesalers are located near their
fundamental to a successful sales strategy, not just for Valentine’s     retail customers with a method of delivery that is convenient and
Day, but all holidays and events where timely delivery and               timely. Due to proximity, lead time in ordering product can be
superior product are imperative.                                         short. Their transportation efficiencies are unequaled.
   Wholesaler floral companies represent the best value for the          9. Selection:         Wholesalers offer a wide assortment of cut
money and their value comes in many forms: reliability,                  flower varieties and basic everyday floral supplies, providing a
accuracy, responsiveness, expertise and much more. Let’s take            valuable one-stop shopping source for florists.
a look at how wholesalers help florists achieve their goals and
please their customers. Wholesalers deliver more than just               10. Cost Effective:            Wholesale florists provide cost-ef-
flowers. Consider these:                                                 fective delivery in quantities that retailers need and can use
                                                                         without waste.
1. Reliability:      Wholesale florists are reliable. They are              Wholesalers in the floral industry have built a solid business
dependable. They stand behind their promises.                            model designed to provide exceptional service, extensive product
                                                                         knowledge and sound business practices, all of which will help
2. Accuracy:          Wholesale florists provide accurate order          a retail florist thrive in today’s fast-paced and ever-changing
fulfillment and on-time delivery.                                        marketplace. Contact your wholesaler to help you maximize your
3. Responsiveness:                 Wholesalers respond to your           market potential and to provide your customers with the highest
needs. When you need help your wholesaler is there. Timeliness           quality flowers and supplies. Make this Valentine’s Day, and every
is of the essence in the floral industry and your wholesaler has         day throughout the year, successful and profitable. All you need
designed its business model to ensure prompt response to meet            to do is to make the connection with your wholesaler and nourish
your special needs.                                                      the relationship.
                                                                            To learn more about wholesalers and how they can assist you
4. Expert Knowledge:                Wholesalers possess in-depth         today, visit www.wffsa.org. Don’t miss MFA’s Great Lakes Floral
knowledge and expertise about the products they sell as well as          Expo, March 2-4 in Grand Rapids, MI, where you can meet and
the markets they serve. Their superior floral knowledge can help         visit with many local wholesalers under one roof!
you plan for Valentine’s Day, and every day, to ensure you have
the depth and breadth of product needed to fulfill orders, both          Patricia A. Lilly is the executive vice president of the Wholesale Florist & Florist
small and large, at reasonable price points for all customers.           Supplier Association.
10
MichigAn florAl AssociAtion presents
                                                                                           the professional florist | volume I 2012




2012 Great Lakes Floral Expo
March 2-4

  The Great Celebration! 2012 GLFE Banquet & Awards Ceremony
                         Sell-O-Brate this evening filled with friends, flowers and awards.
     Don’t miss the President’s Recognition Banquet, Saturday evening, March 3, 2012 in the stunning, newly
             remodeled, Ambassador Ballroom at the Amway Grand Plaza Hotel. Additional fees apply.

  President’s Reception • 6:00 p.m. – 6:45 p.m. • Center Concourse adjacent to the Ambassador Ballroom.
                Recognition Banquet and Industry Awards Ceremony • 7:00 p.m. – 9:00 p.m.
  This is the night all your floral friends dress up in their finest attire, mingle in a breathtakingly beautiful
      ballroom, enjoy delicious food and drinks, and honor MFA’s best with the 2012 Industry Awards.
        You are cordially invited to the Michigan Floral Association’s version of the Academy Awards!
    Expect the spectacular as Colleen Carr, AIFD, CF, and her team of students and professional designers
                               present Simply Sellable creations to inspire you!
     An array of Industry Awards will be bestowed by the MFA and new inductees into the prestigious
  Certified Florist program will be recognized. This event only comes once a year, so book your ticket now!


2012 GLFE Retail Shop Dinner Tour
Friday, March 2, 2011 • 6:00 p.m.: Bus departs promptly from the Welsh Lobby at DeVos Place
The always-popular Retail Shop Dinner Tour remains a highlight of the Great Lakes Floral Expo. This is an early
sell out, so sign up today! Sell-O-Brate four fantastic Grand Rapids-area MFA member shops who will ‘wine & dine’
attendees as they open their doors on this special evening. Additional fees apply.
Grand Haven Garden House • Horsd’oeuvres & Beverages
901 S Beacon Blvd, Grand Haven, MI 49417 • Phone: (616) 842-8680 • www.ghgardenhouse.com
Picket Fence Floral & Design • Salad
897-20 S. Washington, Holland, MI 49423 • Phone: (616) 355-0229 • www.picketfenceflowers.com
Eastern Floral & Gift • Main Course
11595 E Lakewood Blvd, Holland, MI 49424 • Phone: (616) 399-5060 • www.easternfloral.com
Don’s Flowers & Gifts • Dessert
217 E. Main, Zeeland, MI 49464 • Phone: (616) 772-2117 • www.dons-flowers.com
                                                                                                                                11
      2012 GLFE Friday, March 2                                                    Sign
                                                                                        up
                                                                                     Limi early!
                                                                                     spacted
                                                                                                                                                            
            Amazing All-Day Session!                                                     e!

           HanDS-on SeSSion: Outshine Your Competition in Wedding Design
INCL
    u
            Presented by: Mario Fernandez • Sponsored by: Smithers-Oasis           décor and so much more. Learn how to get the look your clients
 LuNC DES
     H!     Date: Friday March 2, 2012 • Time: 9:30 a.m. – 4:30 p.m.               want! you will work with quality Smithers-oasis products while
            Location: River Overlook AB                                            learning informative wedding tips and the hottest new bridal trends!
            Additional fees apply • Bring your own tools!                          Join celebrity designer Mario Fernandez for a full day of fun and
                                                                                   education, where you will:
            Wedding business is huge business in the floral industry, and it’s
            only getting bigger. Get the cutting edge on the competition in this   •	 Design	with	new	and	innovative	products	from	Smithers-Oasis           
            exclusive session. This special all-day session is available to 20     •	 Learn	how	to	create	a	celebrity	style	wedding	on	a	budget
            individuals who want to excel in the wedding marketplace. This         •	 Get	tips	on	everything	wedding,	from	bouquets	to	centerpieces	
            session is a designer’s dream! Many of today’s brides look to          This is one class you won’t want to miss! There’s only room for 20
            celebrity weddings for bridal and bridesmaids bouquets, reception      and space will fill up fast, so sign up today!

                                                                                   Sign
                                                                                        up
                                                                                     Limi early!
                                                                                     spacted
            A Special All-Day Session!                                                   e!


            BuSineSS SeSSion: Internet Marketing: Spring Training
INCL        Presented by: Ryan Freeman • Sponsored by: Strider, Inc.               •	 Address	common	questions	and	concerns
                                                                                                                                                            
    u
 LuNC DES
     H!     Date: Friday March 2, 2012 • Time: 9:30 a.m. – 4:30 p.m.               •	 SEO-	is	it	a	value?
            Location: River Overlook EF
                                                                                   •	 Social	media-	is	it	a	worthwhile	investment?
            Additional fees apply
                                                                                   •	 How	to	convert	more	online	shoppers	into	buyers
            This session is an intensive daylong study of the application of
            modern Internet marketing techniques as they apply to the retail       •	 E-mail	marketing-	is	it	still	effective?
            florist. Moving beyond the basics, you will dig deeper into:           Plan to spend your day with Ryan as he shows you ways to
            •	 Building	and	executing	comprehensive	marketing	plans	
                to strengthen yourself to get the most of your online
                                                                                   Sell-o-Brate with the marketing information you gain.
                                                                                   Remember, you want to outperform, outmaneuver,
                                                                                                                                                            
                marketing efforts                                                  and outsell, so sign up now!



HanDS-on SeSSion: FFA Student Certification Test Preparation
      Presented by: Brad Youngstrom, CF                                            Create your own celebration flowers! Bring your imagination and
      Sponsored by: Michigan Floral Foundation                                     your tools and learn how to create corsages and body flowers
      Date: Friday March 2, 2012                                                   for your next celebration – they will be the talk of the party!
      Time: 7:15 p.m. – 8:30 p.m.                                                  Brad will give you tips and show you how to make your own
      Location: River Overlook AB                                                  creative, stylish and unique body flowers! Come learn and have           
      Additional fees apply • Bring your own tools!                                fun with flowers!


Main Stage SHow: Move, Shake, Drop: The Kinetic Show!
      Presented by: Derek Woodruff, AIFD, CF, CFD                                  Start the Great Lakes Floral Expo off with a bang – a performance-
      Sponsored by: Michigan Floral Foundation                                     style show that showcases flowers in a way never thought of –
      Date: Friday March 2, 2012                                                   presented in an way unheard of way! See how flowers can work the
      Time: 9:00 p.m. – 10:00 p.m.                                                 stage when given life from movement. Let’s just say the performers
      Location: Steelcase Ballroom A                                               aren’t the only things in this show that can “Move, Shake, and Drop!”


      2012 GLFE Saturday, March 3
HanDS-on SeSSion: Behold the Bridal Bouquet                                                                                                                
      Presented by: Alex Jackson, AIFD, PFCI                                       featured in popular wedding magazines! Alex Jackson will share the
      Sponsored by: Teleflora                                                      secrets of how to create a hand-tied look using fresh flowers in a
      Date: Saturday March 3, 2012                                                 bouquet holder, but with faux stem handles that last longer. The
      Time: 9:00 a.m. – 11:30 a.m. • Location: River Overlook A                    flowers stay fresh in foam, while the faux stems add the look today’s
      Additional fees apply • Bring your own tools!                                brides want. Alex will maneuver you through unique ways to finish faux
      Get the look of beautiful hand-tied wedding bouquets like the ones           stems with a variety of decorative elements for the finishing touch!
  2012 GLFE Saturday, March 3
HanDS-on SeSSion: Body Flowers for Weddings
  Presented by: Jeff Corbin, AAF, AIFD, CFD, PFCI                           to know how to make them unique, lightweight and profitable. Jeff
  Sponsored by: FTD                                                         will show you the hottest trends and newest ideas as he maneuvers
  Date: Saturday, March 3, 2012                                             you through the various techniques of wiring, taping and gluing,
  Time: 9:00 a.m. – 11:30 a.m. • Location: River Overlook B                 while emphasizing simplicity, productivity and creativity. Florists quite
  Additional fees apply / Bring your own tools!
                                                                            often overlook this area in weddings, so this workshop is a can’t-
  When making corsages and boutonnières, today’s designers need             miss opportunity to make extra profits.


HanDS-on SeSSion: Bouquets to Boutonnieres
  Presented by: Jackie Lacey, AIFD, PFCI, CFD                               and techniques! Jackie will show you how to take many of your
  Sponsored by: BloomNet                                                    everyday wedding and prom designs to a new edge. Don’t miss
  Date: Saturday, March 3, 2012                                             this rare opportunity to ask questions and participate to broaden
  Time: 9:00 a.m. – 11:30 a.m.                                              your comfort level and learn were the market is going. Jackie will
  Location: River Overlook C
                                                                            share some the most important marketing tips for projects that you
  Additional fees apply • Bring your own tools!
                                                                            will work on for the full educational experience for the wedding and
  With today’s changing wedding and prom markets, it’s important            prom seasons. See what’s new in the market and learn how to cut
  to stay on top of the trends. Join Jackie to learn the newest trends      the time on some of your design labor.


BuSineSS SeSSion: Online Marketing Crash Course
  Presented by: Ryan Freeman                                                tactics designed specifically for retail florists. This presentation is
  Sponsored by: Strider, Inc.                                               accessible for florists who are new to Internet marketing but serious
  Date: Saturday March 3, 2012                                              about learning, and ample enough for seasoned florists who want to
  Time: 9:00 a.m. – 10:15 a.m. • Location: River Overlook EF                stay on top of their game and ahead of the competition. Ryan will help
  A high-speed, high-content course in online marketing with tips and       you discover ways to increase your online presence.


BuSineSS SeSSion: It’s Only Money- Capture What You Deserve!
  Presented by: Dan McManus                                                 you will find out how to finally capture the profits you’ve
  Sponsored by: Teleflora and Team Floral                                   been missing. In clear and simple terms, you will learn how to
  Date: Saturday, March 3, 2012                                             track your key expenses in just 10 minutes a week using a
  Time: 10:45 a.m. – 12:00 noon                                             calculator and scratch pad. Dan will help you make the money
  Location: River Overlook EF                                               you work so hard for. Learn how easy it is! Remember,
  If accounting is hard for you, or you just hate it,                       profit is the word you want to hear and see at the end
  this session is what you have been waiting for.                           of a hard day.


Main Stage SHow: Designer of the Year Run Off
  The IRON CHEF of Floral Competitions!                                     identical stations with identical materials. This is IRon CHEF:
  Presented by: Jerome Raska, AAF, AIFD, CAFA, CF, PFCI                     FLoRAL STyLE! All designers will get Teleflora aprons and will use
  Sponsored by: Teleflora and Smithers-Oasis                                some Teleflora and Smithers-oasis products. When the designing
  Date: Saturday, March 3, 2012                                             has concluded, judging will begin and the lucky designer who
  Time: 12:30 p.m. – 1:15 p.m.
                                                                            outsells the competition will be declared the 2012 MFA Designer of
  Location: Steelcase Ballroom A
                                                                            the year. They win a cash prize of $300, have six designs featured in
  It’s a Sell-o-Bration on stage at this intense, exciting, awe-inspiring   the Designer Spotlight in The Professional Florist magazine (spon-
  design event! The top five floral designers from the Professional         sored by nordlie, Inc.), their name on a plaque, a trip to nAFA’s
  Design Contest will try to outmaneuver each other as they go              national Designer of the year competition, where they represent
  head-to-head, flower-to-flower on the Main Stage, working at              Michigan, and an automatic entry into the Academy Division.


BuSineSS SeSSion: The Challenges of the Retail Florist
  Presented by: Stan Pohmer                                                 to help you thrive and succeed in spite of the challenges! Stan will
  Sponsored by: Flower Promotional Organization                             give you a snapshot of the real world of retail florists and talk about
  Date: Saturday March 3, 2012                                              business and demographic trends that are shaping your business and
  Time: 1:00 p.m. – 3:00 p.m. • Location: River Overlook EF                 what’s driving them. MFA is a partner in your success. you’ll be part
  It’s a tough world out there, but sometimes it helps to                   of the discussion to identify some of the things MFA provides today,
  know that your challenges are shared, and there are people                and what you need to help you succeed now and in the future.
  2012 GLFE Saturday, March 3
Main Stage SHow: Keep Your Shop Buzzing All Year Long!                                                                                            
  Presented by: Mario Fernandez                                             business! International designer Mario Fernandez will showcase
  Sponsored by: Smithers-Oasis                                              new and exciting designs and illustrate tips and techniques to
  Date: Saturday, March 3, 2012                                             make and keep your everyday occasion designs more profitable.
  Time: 3:30 p.m. - 4:45 p.m.                                               Join Mario as he takes us through key points to keep your
  Location: Steelcase Ballroom A                                            shop on top of this ever-important portion of our industry,
  outperform, outmaneuver and outsell your everyday occasion                everyday occasions.



BuSineSS SeSSion: Connecting With Your Customers                                                                                                  
  Presented by: Stan Pohmer                                                 But	until	they	grow	into	customers,	who	will	pay	your	bills?	Who	is	
  Sponsored by: Flower Promotional Organization                             your	current	customer,	and	how	are	they	changing?	How	do	you	
  Date: Saturday, March 3, 2012                                             balance your marketing to new and old customers, younger and
  Time: 3:30 p.m. – 5:00 p.m.                                               older	generations?	What	motivates	them	and	drives	their	purchase	
  Location: River Overlook EF                                               behaviors?	Stan	will	share	some	critical	data	on	demographic	
  It seems like every time you pick up a trade journal or                   segmentation that may surprise you. And with your help, he’ll also
  attend a seminar, the major discussion is about social media and          share some thoughts and ideas on approaches to appealing and
  connecting with Gen y. This younger generation will be important          reaching each of these demographic groups that you can start
  to your future success and you need to start cultivating them now.        using right away!                                                      
  2012 GLFE Sunday, March 4

      Main Stage Panel BuSineSS SeSSion: Idea Swap Breakfast
      Presented by: Bobbi Ecker-Blatchford,
                                                   Idea                     3. Cultivate customer loyalty


                                                  Brea Swap
      AAF, AIFD, PFCI                                                       4. Promote flowers as a top-of-the mind purchase
      and Norma Chapman                                                     5. Take the road less traveled
      Date: Sunday March 4, 2012                       kfas
      Time: 8:30 a.m. – 9:30 a.m.
      Location: Steelcase Ballroom A
                                                            t!              Featured panel speakers are:
                                                                            •	 Nancy	Butts,	CF	–	Burgett	Floral,	Grand	Rapids,	MI                  
                                                                            •	 Tim	Galea	–	Norton’s	Flowers	&	Gifts,	Ypsilanti,	MI
      In this invigorating session, Bobbi Ecker-Blatchford and norma
      Chapman will facilitate a panel discussion that is most relevant to   •	 Courtney	Hill	–	Van’s	Floral	Products,	Walker,	MI
      floral retailers, designers, event planners, wholesalers and          •	 Stan	Pohmer,	Jr.	–	Flower	Promotional	Organization,	
      suppliers. you will learn about strategies deployed by each of the       Minnetonka, Mn
      panel members for today’s economy. you will learn about how to:       •	 Bill	Schodowski	–	Transflora/Delaware	Valley	Floral	Group
      1. Stay small and mighty                                              We look forward to your attendance and the ideas shared in the
      2. Balance revenue and expenses                                       Q&A	session,	reserved	at	the	end	of	the	panel	discussion.
                                                                                                                                                   
 HanDS-on SeSSion: Picture Perfect Sympathy Designs
    Presented by: Robbin Yelverton, AIFD, AAF, CF, PFCI,                    you have a Web site... now you want to put your own custom
    and Loranne Atwill                                                      sympathy designs on it. The arrangements look wonderful, but the
    Sponsored by: Flower Shop Network                                       pictures	just	don’t	do	them	justice	–	sound	familiar?	Learn	great	
    Date: Sunday March 4, 2012                                              tips to making Web-worthy designs and photos in this session!
    Time: 9:00 a.m. – 11:30 a.m. • Location: River Overlook A               you will make a sympathy arrangement in class, then learn how to
    Additional fees apply / Bring your own tools!                           photograph it for quality pictures for the Web.

                                                                                                                                                   
HanDS-on SeSSion: Flirting with Fascinators
  Presented by: Carolyn Clark Kurek, AIFD, CFD                              one	was	talking	about	for	weeks	after	the	Royal	Wedding?	
  Sponsored by: Michigan Floral Foundation                                  Fascinators are the cutting edge trend in bridal accessories, and
  Date: Sunday, March 4, 2012                                               this fascinating hands-on session will cover the mechanics and
  Time: 9:00 a.m. – 11:30 a.m.                                              various styles for fascinators. your brides want them – you need to
  Location: River Overlook B
                                                                            know how to make them. Take your bridal work to the next level
  Additional fees apply / Bring your own tools!
                                                                            and go big, bold, and fun! Guaranteed to be the most fascinating
  Was it William and kate or the fascinating ‘Fascinators’ that every-      hands-on class you’ve ever taken!
  2012 GLFE Sunday, March 4
BuSineSS SeSSion: Are You Connected?
  Presented by: Ryan Freeman                                               how to manage staff, products, business operations and various
  Sponsored by: Strider, Inc.                                              marketing channels – all while retaining some measure of sanity. you
  Date: Sunday March 4, 2012                                               will explore a variety of ways to use technology within your flower shop
  Time: 10:00 a.m. – 11:30 a.m. • Location: River Overlook EF              in day-to-day operations, customer service and marketing. Ryan’s
  you are under more pressure than ever before to do more in less time.    passion for marketing and sharing ideas with florists makes this
  Efficiency is the key to balancing the pressures. Ryan will show you     business session something to attend!


Main Stage SHow: Party Like A Rock Star!
  Presented by: Alex Jackson AIFD, PFCI                                    floral design awards, will show you how to stretch your budget,
  Sponsored by: Teleflora                                                  give you educational tips and show you fabulous designs. you’ll
  Date: Sunday, March 4, 2012                                              learn how to outperform your competition. Alex will help you
  Time: 10:00 a.m. – 11:30 a.m. • Location: Stage Ballroom A               look like a floral rock star to your clients! See how those extra
  Weddings, parties and corporate events are big business! Alex            little details will make you the talk of the town and drive your
  Jackson, Academy Awards designer and winner of numerous                  sales skyward.


 BuSineSS SeSSion: Here Comes the Bride, Do Not Miss Her!
  Presented by: Jo Buttram, AAF, AMF, PCF,                                 advertising and marketing ideas. They will help you recognize who
  and Shelby Shy                                                           the wedding generation is and how to reach them through your
  Sponsored by: BloomNet                                                   Web site, direct mail, magazines, blogging, Facebook and other
  Date: Sunday, March 4, 2012                                              social media. They will tell you how to sell, market and keep brides
  Time: 12:00 noon – 1:30 p.m.
                                                                           coming back! Jo and Shelby run a 37-year-old business that
  Location: River Overlook EF
                                                                           specializes in wedding and special events. They do more than
  This enthusiastic, entertaining mother-daughter duo will help you        350 weddings each year and will share how they became the
  get the competitive edge to boost wedding sales with affordable          go-to gals for events. Don’t miss this fabulous session!


Main Stage SHow: Doing the Daily Grind – Another Day, Another Dollar!
  Presented by: Jeff Corbin, AAF, AIFD, CFD, PFCI                          earned – not another dollar spent. As an active owner, Jeff
  Sponsored by: FTD                                                        understands the current challenges facing the floral industry.
  Date: Sunday March 4, 2012                                               Designs, shop operations and marketing will be the focus of this
  Time: 12:30 p.m. – 1:45 p.m.                                             program. known for his common sense approach practical
  Location: Steelcase Ballroom A
                                                                           designs and business knowledge, Jeff will give you information
  In today’s economy, it’s important to guarantee that it’s a dollar       to help you survive these tight times.


BuSineSS SeSSion: Marketing that Works – Proven Winners
  Presented by: Dan McManus                                                session is a compilation of the most effective marketing practices
  Sponsored by: Teleflora and Team Floral                                  drawn from research with more than 250 top shops nationally. Do
  Date: Sunday, March 4, 2012                                              Yellow	Pages	still	work?	Should	I	be	in	the	newspaper?	Can	radio	
  Time: 1:45 p.m. – 3:15 p.m.                                              be	profitable?	What	about	direct	mail?	Publisher	of	“Flowers	and	
  Location: River Overlook EF                                              Profits,” Dan will present answers to all of these questions during
  “I know that half of my marketing budget is                              this session. Find out what really works and stop wasting money
  wasted... I just don’t know which half!” This                            on unproven advertising methods.


Main Stage SHow: Let’s Get This Wedding Party Started Right!
  Presented by: Jackie Lacey, AIFD, PFCI, CFD                              of diverse budgets and financial restrictions. Jackie will host a
  Sponsored by: BloomNet                                                   PowerPoint presentation with important information and how-to
  Date: Sunday March 4, 2012                                               knowledge on the consultation, then look at the tabletop as our
  Time: 2:15 p.m. – 3:30 p.m.                                              canvas and start to build the setting for the centerpiece. This is how
  Location: Steelcase Ballroom A
                                                                           to sell the whole picture, not just the flowers. Starting with a small
  The consultation for your reception or special event is just as          budget, Jackie will add to the concept and end with a big budget
  important as your design skills. you must get the ‘dream’ out of your    look for greater visual impact and drama. Let’s turn “I Do” into
  client’s mind and into yours to create. And don’t forget the challenge   “I Did” and it was beautiful!
                                                                                                              CoLoR kEy:
                                                                                                              Green: Business Sessions
                                                                                                              Blue: Hands-on Sessions
                                                                                                              Purple: Main Stage Shows
                                                                                                              Red: Retail Shop Tour, MFA President’s Banquet

GLFE 2012 Schedule at a Glance                                                                                and Industry Awards Ceremony
                                                                                                              *not included with weekend pass.




Friday, March 2, 2012
8:00 a.m. - 10:00 p.m. Registration Desk open                                                                                   Welsh Lobby
9:30 a.m. - 4:30 p.m.      *Business Session: Ryan Freeman – Internet Marketing: Spring Training                                River overlook EF
9:30 a.m. - 4:30 p.m.      *Hands-on Session: Mario Fernandez – outshine your Competition in Wedding Design                     River overlook AB
12:00 noon - 9:30 p.m.     Retail Store – open Hours                                                                            Grand Gallery
4:00 p.m. - 6:30 p.m.      Design Contest Registration                                                                          Secchia Foyer
6:00 p.m. - 11:00 p.m.     *Retail Shop Tour                                                                                    Welsh Lobby
7:00 p.m. - 9:00 p.m.      Tradeshow open and Cash Bar                                                                          Steelcase Ballroom A
7:15 p.m. - 8:30 p.m.      *Hands-on Session: FFA Student Certification Test Prep with Brad youngstrom                          River overlook AB
9:00 p.m. - 10:00 p.m.     Main Stage Show: Derek Woodruff – Move, Shake, Drop: The kinetic Show!                               Steelcase Ballroom A
Saturday, March 3, 2012
8:00 a.m. - 5:00 p.m. Registration Desk open                                                                                    Secchia Foyer
9:00 a.m. - 5:00 p.m.      Tradeshow open                                                                                       Steelcase Ballroom A
9:00 a.m. - 10:45 p.m.     Special Tradeshow Shopping Time                                                                      Steelcase Ballroom A
9:00 a.m. - 5:00 p.m.      Silent Auction                                                                                       Steelcase Ballroom A
9:00 a.m. - 5:00 p.m.      Book Fair                                                                                            Welsh Lobby
9:00 a.m. - 11:30 a.m.     Hands-on Sessions
	                          •	*Alex	Jackson:	Behold	the	Bridal	Bouquet	                                                          River	Overlook	A
	                          •	*Jeff	Corbin:	Body	Flowers	for	Weddings	                                                           River	Overlook	B
	                          •	*Jackie	Lacey:	Bouquets	to	Boutonnieres	                                                           River	Overlook	C
9:00 a.m. - 10:15 a.m.     Business Session: Ryan Freeman – online Marketing Crash Course                                       River overlook EF
10:00 a.m. - 9:30 p.m.     Retail Store – open Hours                                                                            Grand Gallery
10:45 a.m. - 12:00 noon    Business Session: Dan McManus- It’s only Money – Capture What you Deserve!                           River overlook EF
11:30 a.m. - 1:30 p.m.     *Lunch Served                                                                                        Steelcase Ballroom A
12:30 p.m. - 1:15 p.m.     Main Stage Show: Designer of the year Run off – commentated by Jerome Raska                          Steelcase Ballroom A
2:00 p.m. - 3:30 p.m.      Product Reviews                                                                                      Steelcase Ballroom A
1:00 p.m. - 3:00 p.m.      Business Session: Stan Pohmer – The Challenges of the Retail                                         River overlook EF
2:00 p.m. - 3:30 p.m.      Student Design Contest Showcase                                                                      Secchia Foyer
3:30 p.m. - 4:45 p.m.      Main Stage Design Show: Mario Fernandez – keep your Shop Buzzing All year Long!                      Steelcase Ballroom A
3:30 p.m. - 5:00 p.m.      Business Session: Stan Pohmer – Connecting With your Customers                                       River overlook EF
6:00 p.m. - 6:45 p.m.      *President’s Reception                                                                               Center Concourse
7:00 p.m. - 9:00 p.m.      *Recognition and Awards Banquet                                                                      Ambassador Ballroom
9:00 p.m. +                *Grand Rapids nightlife (on own)                                                                     Downtown GR
Sunday March 4, 2012
7:30 a.m. - 5:00 p.m. Registration Desk open                                                                                    Welsh Lobby
8:00 a.m. - 2:00 p.m.      Silent Auction                                                                                       Steelcase Ballroom A
8:00 a.m. - 3:30 p.m.      Tradeshow open                                                                                       Steelcase Ballroom A
8:00 a.m. - 3:30 p.m.      Book Fair                                                                                            Welsh Lobby
8:00	a.m.	-	8:30	a.m.	     Annual	MFA	Meeting	&	Breakfast	                                                                      Steelcase	Ballroom	A
8:30 a.m. - 9:30 a.m.      Main Stage Panel Business Session: Idea Swap Breakfast with Bobbi Ecker-Blatchford,
                           norma Chapman, nancy Butts, Tim Galea, Courtney Hill, Stan Pohmer, and Bill Schodowski               Steelcase Ballroom A
9:00 a.m. - 11:30 a.m.     Hands-on Sessions
	                          •	*Robbin	Yelverton	and	Loranne	Atwill:	Picture	Perfect	Sympathy	Designs	                            River	Overlook	A
	                          •	*Carolyn	Clark	Kurek:	Flirting	With	Fascinators	                                                   River	Overlook	B
10:00	a.m.	–	11:30	a.m.	   Business	Session:	Ryan	Freeman	–	Are	You	Connected?	                                                 River	Overlook	EF
11:00 a.m. - 6:00 p.m.     Retail Store – open Hours                                                                            Grand Gallery
10:00 a.m. – 11:30 a.m.    Main Stage Show: Alex Jackson- Party Like A Rock Star!                                               Steelcase Ballroom A
11:30 a.m. – 1:30 p.m.     *Lunch Served                                                                                        Steelcase Ballroom A
12:00 noon – 1:30 p.m.     Business Session: Jo Buttram and Shelby Shy – Here Comes the Bride, Do not Miss Her!                 River overlook EF
12:30 p.m. - 1:45 p.m.     Main Stage Show: Jeff Corbin – Doing the Daily Grind – Another Day, Another Dollar!                  Steelcase Ballroom A
1:45 p.m. – 3:15 p.m.      Business Session: Dan McManus – Marketing That Works – Proven Winners                                River overlook EF
2:00 p.m.                  Silent Auction Bids Closed                                                                           Steelcase Ballroom A
2:15 p.m. - 3:30 p.m.      Main Stage Design Show: Jackie Lacey – Let’s Get This Wedding Party Started Right!                   Steelcase Ballroom A
3:30 p.m.                  Tradeshow Closes
uet

      Contests, Books, Bids, Showcases

      2012 MFA Design Contest                                                      AIFD Showcase
                                                                                   Location: Secchia Foyer, open all weekend
                                                                                   The 2012 AIFD Showcase will Sell-O-Brate fascinating full-scale floral
                                                                                   designs and installations of inspiring works by North Central AIFD
      Sponsored by: Teleflora, Smithers-Oasis                                      members. Each first-rate designer presents a floral presentation with
      and the Michigan Floral Association                                          rich colors, fragrances and textures that will be on display
      Michigan Floral Association’s Design Contest is one of the most              the entire weekend.
      prestigious contests in the nation. Your skills could earn you cash
      prizes, certificates and recognition in The Professional Florist magazine,   CF Showcase
      where your designs will be featured in six “Designer Spotlights,”            Location: Secchia Foyer, open all weekend
      sponsored by Nordlie, Inc. You will also represent the Michigan              Sell-O-Brate Certified Florists and their exciting exhibits – on display
      Floral Association at the National Association of Floral Associations        the entire weekend. If you’re a designer looking for inspiration, look
      (NAFA) National Designer of the Year Competition in Connecticut,             no further! These displays will inspire your creativity and show you
      October 2012. The Academy winner will represent the Michigan                 what CF can do for you. The public will learn what the CF credential
      Floral Association in the Sylvia Cup held next September at the              means, lending more reason to buy from a professional retail florist.
      SAF Annual Convention. MFA will cover airfare, hotel, meals, and
      registration fees for both of these contests.                                2012 Student Design
      This contest is a perfect opportunity to show off your designs               Contest & Showcase
      and exchange new ideas while competing – you’ll receive                      Saturday March 3 • Time: 2:00 p.m. – 3:30 p.m.
      professional recognition for your work and gain publicity for                Location: Secchia Foyer
      you and your shop. Enter today and give yourself something                   Support student designers by Sell-O-Brating their budding creativity
      to ‘Sell-O-Brate’ in 2012!                                                   at the 2012 Student Design Contest and Showcase! This is their
                                                                                   opportunity for special recognition and encouragement, and a
          For More Information: visit www.michiganfloral.org or call               chance to meet their hard-working instructors..
      the MFA office at (517) 575-0110 to get a Design Contest packet.
                                                                                   Tradeshow Marketplace
          E-mail the Design Contest Chairman with any questions:
                                                                                   Friday, March 2 • Time: 7:00 p.m. – 9:00pm
      Jerome Raska, AAF, AIFD, CAFA, CF, PFCI, at Jerome@blumz.com.
                                                                                   Saturday, March 3 • Time: 9:00 a.m. – 5:00 p.m.
            YOU MUST REGISTER BY FEBRUARY 24, 2012!
                                                                                   Special Shopping Time:
                                                                                   Time: 9:00 a.m. – 10:45 a.m.
      Sell-O-Brate Books                                                           Sunday, March 4 • Time: 8:00 a.m. – 3:30 p.m.
      at the MFA Book Fair                                                         Location: Steelcase Ballroom A
      Saturday March 3 • Time: 9:00 a.m. – 5:00 p.m.                               Everything you need for your flower shop in one place… how much
      Sunday March 4 • Time: 8:00 a.m. - 3:30 p.m.                                 easier can it get? Browse or buy the latest and greatest cut flowers,
      Location: Welsh Lobby (MFA Registration Desk)                                green and blooming plants, decorative containers, floral hardgoods,
      At the MFA Book Fair, you’ll find something that’s hard to find              jewelry and so much more. You’ll appreciate the opportunity for
      at stores these days: a great deal! And these high-value books               unhurried conversations with the quality vendors who are happy
      are all aimed at you, the florists! A wide variety of books will be          to assist you.
      available, aimed at designers, shop owners and employees. All profits
                                                                                   The Hunt is on:
      from the MFA Book Fair benefit the MFA Education Fund.
                                                                                   Outperform the Competition!
                                                                                   Outmaneuver others on the tradeshow floor with the scavenger
      Place Loud Bids
                                                                                   hunt! Outperform your competition as you get your game card filled
      at the Silent Auction                                                        at each vendor. Once you have visited all participating booths, return
      Saturday March 3 • Time: 9:00 a.m. – 5:00 p.m.
      Sunday March 4 • Time: 8:00 a.m. – 2:00 p.m.                                 your game card to the registration desk and you will be entered for a
      Location: Steelcase Ballroom A                                               chance to win the CA$H! The winner will be drawn Sunday,
      At the 2012 Expo, you’ll learn how to Outperform, Outmaneuver,               March 4 at 2:00 p.m. on the Main Stage in Steelcase
      Outsell and… Outbid! There’ll be floral supplies, floral products,           Ballroom A.
      unique gifts, gift certificates, services and much more. One hundred         Annual MFA Meeting                                 www.mhifund.org
      percent of the proceeds from the auction go to the MFA Scholarship           Sunday March 4 • Time: 8:00 a.m. – 8:30 a.m. Michigan Horticultural Industries
      Fund, which provides MFA-sponsored educational programs,                     Location: Stage Ballroom A                    Self-Insured Work Comp Fund
      including the Great Lakes Floral Expo, related expenses, MFA testing         Learn what your association has been up to over the past year
      and certification for deserving florists. In 2011, twelve scholarships       and find out our plans for the upcoming year. Meet members
      were granted. Please call Silent Auction Co-Chairman Jim Schmidt at          of the MFA staff and board of directors as you enjoy a free
      (800) 777-9945, or the MFA office at (517) 575-0110, to donate a             continental breakfast. Sponsored by: The Michigan Horticultural
      service or product – you’ll be Sell-O-Brating a great cause!                 Industries Self-Insured Workers Compensation Fund.
                                                REGISTER ONLINE at www.greatlakesfloralexpo.com                                                                      • Call (517) 575-0110 with any questions.




18
                                                                                                            Best Buy
                                                                                                                                                                                                      Choose Only One Hands-On Session
                                                                                                                                                                                                       Per Day for Saturday & Sunday.

                                                                                                                                                       Friday                                                                              Saturday                                                                                      Sunday
                                                                                                                                                                                                                                                                                                                                                                                     the professional florist | volume I 2012




                                                                                                                          Business Session:
                                                                                                                          Ryan Freeman – Internet
                                                                                                                          Marketing: Spring Training




                                                          Friday Only*
                                                                         Entrance to Exhibits, Main Stage
                                                                                                                                                                Hands-On All Day Session:
                                                                                                                                                                Mario Fernandez – Outshine Your
                                                                                                                                                                Competition in Wedding Design
                                                                                                                                                                                                  Hands-On Session:
                                                                                                                                                                                                  Behold the Bridal Bouquet
                                                                                                                                                                                                                              Hands-On Session:
                                                                                                                                                                                                                              Body Flowers for Weddings
                                                                                                                                                                                                                                                          Hands-On Session:
                                                                                                                                                                                                                                                          Bouquets to Boutonnieres
                                                                                                                                                                                                                                                                                     President’s Reception, Banquet
                                                                                                                                                                                                                                                                                     and Awards Ceremony
                                                                                                                                                                                                                                                                                                                      Hands-On Session:
                                                                                                                                                                                                                                                                                                                      Picture Perfect Sympathy Designs
                                                                                                                                                                                                                                                                                                                                                         Hands-On Session:
                                                                                                                                                                                                                                                                                                                                                         Flirting With Fascinators




                                                             $40                                             $139                                                    $149                            $85                                                                                 $60
                                                                                                                                                                                                                                                                                                or
                                                                                                                                                                                                                                                                                     $55 ea.
                                                             $60                                             $189                                                    $249                         $125                                                                                 for
                                                                                                                                                                                                                                                                                     8 seats




Stay the Weekend!
                                                                                                                       Security Code #
Hotel reservations can be made by calling the
  Amway Grand Plaza at (616) 774-2000.
            187 Monroe Ave NW
          Grand Rapids, MI 49503
     Mention MFA before February 7, 2012
       to ensure the convention rate of
              $126.00 per night.
                                                                                                                                                                                                                                                                                                                                                                                                                                -
-
                                                                                                                    the professional florist | volume I 2012



                                                                                                                                   WeBsavvy



                        Join the Groupon!
                           How a florist found success with
                              the popular e-mail deal
                                                                 B y k AT H y V A L E n T I n E




    I
          first learned about Groupon in 2010 as a consumer. It seemed                 shows a ticking clock and the number of purchases so far, as well
          like a great way to try a new restaurant, product or service in              as the number needed to have the deal actualize. People can forward
          my area. I was pleased when Groupon became available in                      the deal information to their friends and are rewarded for doing
    Lansing, as I had been reading about the concept in business                       so. Most deals are limited to one per person, but often one additional
    journals and on the Internet. Groupon grew quickly and became                      item can be purchased as a gift.
    available in city after city. The concept is simple: customers purchase               Groupon approached The Plant Professionals in early 2011, as a
    ‘gift cards’ from a local business for at least 50 percent off the                 Lansing business with a Web presence with products not recently
    normal retail price. (For example, you pay $25 and receive $50 to                  featured on the site. Because our local reputation is largely for our
    that store.) The offer is concise and clearly defined in a few words               commercial interior plantscaping business, we chose to feature our
    and one picture. Groupon writes a catchy and slightly offbeat                      floral side to increase local awareness and foot traffic. We offered
    promotion for the offer and e-mails it out. The site is set up to save             plants and flowers normally sold for $50 for $25, and we selected
    credit card information, so customers can easily buy offers that                   a picture that promoted potted flowering plants and ferns. We ran
    interest them.                                                                     the feature during the spring planting season and deepened stock
       The customer base is varied, but trends toward people in their                  in patio plants and specialty tropicals. The Groupon was valid for
    20’s to 40’s with a strong grasp of technology and propensity to use               floral arrangements, but delivery was not included, and of course
    the Internet. Interestingly, many of these folks are quite committed               Michigan sales tax is always in addition. We updated our Web site
    to shopping locally, and want to find the local option if it can be                and added a Groupon page to help answer questions. We saw a
    made convenient for them. Many will come back again if service is                  lot of new faces and many people commented that they had no
    strong and they find the quality and                  The Plant Professionals is located in Lansing, MI.     idea what all we offered, despite being in
    convenience they seek.                                                                                         this location for several years. We have
       A new deal is e-mailed to subscribers                                                                       a design room with display coolers but
    (it’s free to join) in the market each                                                                         we are not a gift shop. Even our plant
    morning. Deals can run for one to three                                                                        rentals for events benefitted from
    days, but will be the featured ‘Deal of the                                                                    increased customer awareness. We gained
    Day’ for just one day. The system is set                                                                       one exterior services customer who saw
    up to require that a certain number of                                                                         the Groupon, did not buy it but later
    people must select the offer for the deal                                                                      contacted us to learn more. They have
    to be available, and the online screen                                                                         purchased several times since.




                                                  Rows of bromeliads, which are plants from the pineapple family.
                                                                                                                                                          19
the professional florist | volume I 2012




   We had a Groupon running for three days in early November,             of Groupons available for sale, the minimum number that must
featuring $15 for $30 in fresh greens or an artificial wreath.            be sold, and the dates and specifics of the promotion.
This drove a lot of customers in, and we also drew for gift                  Be sure you have extra staff to answer the phones and respond
certificates, which allowed us to capture additional information          to e-mailed questions the day the promotion runs. You will
about these new customers at the                                          need to stock and staff heavily for the first few days and the
cash register and strengthen the                                          last few days of your promotion. There are now several
bond. Some folks chose to upgrade                                         competitors to Groupon, including Living Social and Deal
to a larger and/or more heavily                                           Chicken. Ask for the current statistics of households reached
decorated wreath. The timing of                                           via the e-mailed promotion each day to make an informed
the Real Michigan Christmas                                               decision as to how you will reach the most people. Your best
campaign was per fect, as we                                              Groupon customer is the one who either sees you on the feature
offered fresh wreaths made in our                                         and comes in without ever buying the Groupon, or the person
own Clinton Count y, and the                                              who buys one Groupon and then becomes a regular customer
p o s te r s a n d s i g n a g e w e r e                                  based on the experience they have in your store.
prominently displayed.
   It’s important to remember that
Groupon is a form of advertising.            A popular Groupon featured   Kathy Valentine is the owner of The Plant Professionals, Inc., in Lansing, MI.
                                               fresh Christmas greens.
Groupon collects the money the                                            Established in 1980, the 7,000 square-foot facility sits on three acres and
customer pays, and then reimburses you 50 percent of the money            features 18-foot ceilings. This custom facility allows them to ship and
collected. On average, about 5 percent of customers will not              acclimate large specimen trees and palms from South Florida’s tropical
redeem their Groupon, but that does not affect your proceeds.             foliage growers. Each season brings its own color and fragrance as they
Under Michigan law the Groupon remains valid for the actual               prepare for and respond to each client’s needs. They are here because they
price paid after the expiration, so half the face value. It’s important   want to share their love of plants and flowers with others. The staff of 20
to give careful thought to who you are trying to reach and what           believes that plants and flowers, indoors and out, are healthy and beneficial
you want to promote. Groupon allows you to limit the number               for everyone. Visit their Web site at www.theplantprofessionals.com.




20
                                                                                        the professional florist | volume I 2012



                                                                              designerspotlight



What’s Your
Favorite
Color?
...
B y D E R E k C . W o o D R U F F, A I F D, C F, C F D
M FA’ S 2 011 D E S I G n E R o F T H E y E A R
oW n ER o F T H E F Lo R A L U n D ER G R o U n D
I n T R AV E R S E C I T y, M I


             asked the little boy to the little girl as he handed her
the Valentine in her choice of color. It is time to put on
the consumer’s shoes and pretend that this one
hates the predictable pink, red and white.
What color flowers would someone send
to their partner on this obvious floral
holiday? Think back to when you were
a child and things were as simple as
picking out your favorite color. In this
case, that color is orange! Personaliza-
tion is what our industry is moving
toward more and more each day, and not
just in sympathy work, but in all pieces of
floral art. Even though this beauty has not been
created in a red heart ceramic bowl using red
roses and baby’s breath, it’s apparent that it is a
special design that was well thought out. It was
created for someone who loves the color orange
and loves to get flowers on Valentine’s Day!



                   Sponsored by




                Nordlie, Inc. of
         Warren, Flint, Grandville, MI
     Cleveland, Newton Falls, Dayton, OH
                  Tampa, FL
                                                                        Photo by Al Cooley Photography – www.myspace.com/squareshooter

                                                                                                                                   21
the professional florist | volume I 2012



MeMberProfile




Home Grown
Hastay’s Greenhouse & Flower Shop planting the seeds of
By Heidi Anderson, editor




I
        n Eaton Rapids, MI, there’s a place people can go to escape
        the gray skies, freezing temperatures, mountains of snow
        and slick ice that last for so many months out of the year:
        Hastay’s Greenhouse & Flower Shop.
   “I don’t get the winter blues like a lot of people do,” said
Barbara Hastay, who runs the retail store of the business her
parents, Doc and Pat Hastay, started in 1955. “In the winter,
people pop in on their lunch hour to walk the greenhouses,
see something green and smell something good.”
   And there’s plenty to see in the seven greenhouses, run
year-round by Barbara’s brother, Rodger Hastay, who does all
the growing, from seed to sale, himself. In January, he starts
planting for spring – he grows annuals, perennials, geraniums,
combo pots and hanging baskets. They sell bulk seed for
gardeners and carry organic pesticides and fertilizers.
   Green and tropical plants are grown and sold year-round,               Rodger Hastay starts planting for spring in January.
and they even grow some of their own cut flowers, such as
mums, snapdragons, freesia and iris. In June, Rodger starts
growing hearty mums for fall and plants the poinsettias, which
are ready for sale in mid-November.
   “We grow the older, heartier varieties,” Barbara said. “People
call me in the summer who still have their poinsettias from
last season, wanting tips on re-blooming.”
   In 2011 Hastay’s grew about 2,000 red, white and marble
poinsettias, some sold in specialty pots planted with each color.
   “All the sunlight we got last fall was perfect for the poinsettias,”
said Barbara, who never thought she’d be a florist, but returned
to the family business in 1986 after she “moved away and really
missed it.”
   She and her brother have two full-time, one part-time, and
two seasonal employees. The flower shop, a member of Teleflora
and Flower Shop Network, is full-service and delivers all around
the Capital area.                                                         Customers come to Hastay’s for a pop of color during the dreary winter.
                                                                          Rows of flats fill up one part of seven greenhouses.




Hastay’s grew around 2,000 red, white and marble poinsettias in 2011.
22
                                                                                                        the professional florist | volume I 2012




ds of success for almost 60 years

        “We do everything, any occasion,” Barbara said. “And everybody can do everything
      here, including floral design.”
        Wedding work has been strong at the shop, and sales for big floral holidays such
      as Valentine’s Day and Mother’s Day have remained steady.
        “We’ve been family owned and operated for so many years, we have the quality,”
      Barbara said. “We have good, repeat customers. People tell me their Thanksgiving
      arrangements are still alive at Christmastime. We look forward to seeing those same
      customers. Being here so long, it’s been a real plus.”
        Understanding the importance of home, Barbara always buys local, from right in
      Eaton Rapids when she can, and never from a farm. If she ever needs something not
      grown in-house, she calls local Michigan wholesalers. Even Hastay’s Web site, www.
      hastaysgreenhouse.com, was designed by a local company.
        They get a lot of orders off the site, which features a beautiful, colorful photo
      gallery of their vast greenhouses, and a Flower Shop Network link for fresh flower
      designs. Hastay’s also has a Facebook page that “gets a favorable response from
      customers.” Much of their advertising is word-of-mouth and community newspapers,
      but in the spring they run billboards that “do really well for us,” Barbara said.
        In 2011 Hastay’s tried a TV ad for the first time, through the Eaton Rapids Chamber
      of Commerce.
        “Customers said they saw it and came in,” Barbara said. “It was really good.”
        ‘Good’ is something she chooses to focus on instead of dwelling on bad times the
      challenging economy can bring.
        “I’m just an optimist, always have been,” she said. “Things will turn around. You’ve
      got to learn to cut back a little bit and live within your means. Just hang in there.”
        In Eaton Rapids, Hastay’s Greenhouse & Flower Shop is the perfect place to ‘hang
      in,’ whether you’re a customer seeking ‘something green’ or the person who plants
      the seeds.
        “Everyday is a new day, nothing is the same,” Barbara said. “I never get tired of
      the color! ”




      Bleeding Hearts are one of many perennials   Pink hydrangeas are a beautiful pop of color among
      grown at Hastay’s.                           the green leaves.
                                                                                                                                             23
the professional florist | volume I 2012



indUstryadvanCeMent


Lucky Thirteen
Earn MFA Scholarships
S                                               Scholarship
       ince 2002, the MFA Scholarship
       Program has awarded more than                                                   Dave Pinchock
                                                Winners
       $ 38,0 0 0 i n sc hola r sh ips. The                                            Vogt’s Flowers Inc.
scholarships can be used for classes at                 Amy Clark, CF                  Grand Blanc, MI
our Great Lakes Floral Expo (GLFE), at                  Flowers from Sky’s the Limit
the MFA Professional Education Center,                  Petoskey, MI
or to purchase materials to become a
Certified Florist. The award winners have                                                                       T
18 months to use their scholarship, or                                                 Geoffrey Rentovich, CF   t
the funds are rolled back into the MFA                                                 Clinton Township, MI
scholarship fund. The silent auction –                  Angela Dunstan
held each year at the GLFE – is the main                Flowers from Nature’s Garden
source of fundraising for the scholarship               Petoskey, MI
program. Please consider starting your
support of this beneficial program by
making a list of items to donate to our                                                Paul Sawyers
auction in March 2012. Please share this                                               Blumz….by JRDesigns
article with florists who might not belong                                             Ferndale, MI
                                                        Garrett Fairbanks
to the MFA; show them one of the many
                                                        Blumz…by JRDesigns
member benefits of our association.
                                                        Ferndale, MI
Where else can you or your employees,
as members of MFA, get free dollars to
further floral abilities and bring benefits
                                                                                       Cindy VanDeraa
back to your shop and make more
                                                                                       Ridgeway Floral
money? Encourage your staff to apply!
                                                        Debi Hoeksema                  Three Rivers, MI
                                                        Marvin’s Gardens
Eligibility                                             Ellsworth, MI
Requirements
  Applicants must be employed and work-
ing in the floriculture industry or show                                               Boonrouy VerMerris
proof of enrollment in a course of study                                               Eastern Floral & Gifts
directly related to the retail floriculture             Deborah Houston                Grand Rapids, MI
industry. Applicants must have clearly                  Blossoms Florist
defined career goals that relate to the                 Allen Park, MI
industry’s course of study.


How to Apply                                                                           Alexandra Younger
  Download a complete scholarship                                                      One Enchanted Evening
application at www.michiganfloral.org, click            Danielle Naumann               White Lake, MI
on “MFA Scholarship” in the menu bar, or                Oakland Schools Tech Center
call the MFA office at 517-575-0110.                    Troy, MI


Announcement
                                                                                       Barbara Zuleski, CF
of Award                                                                               Designs Unlimited
  Letters are mailed to the winners on                                                 Jackson, MI
September 1, 2012. Scholarship winners will
be published in the The Professional Florist.
The scholarship grant will go directly to
the MFA office in the applicant’s name.
24
                                                                                                                          the professional florist | volume I 2012



                                                                                                                         CoMpanyproFile




This 12-inch tall glass vase holds up   This 25-inch tall metal stand with a 9-inch   Colorful vases are nice with simple, elegant    These containers work great with
to three-dozen roses comfortably.       opening is great for party or wedding work.   spring arrangements for any occasion.           dish gardens.




    Get to Know
    N.S.E. Imports
    By HEIDI A nDERSon, EDIToR




   B
               rothers Alan and Gary Buckley have been with Norman
               Smith Enterprises since their uncle, the company
               namesake, founded it in the late 1970’s. N.S.E. Imports                                                                Jim and Sharon Wilson take
               started out selling cupids, cherubs and baskets, then                                                                  a break from setting up a booth
    moved into dish gardens, silks and ceramics. As the industry                                                                      at the Great Lakes Floral Expo.
    grew and evolved, the company did too, adding glass and seasonal                   The birdhouse planter can be used for a
    products. Today, co-owners Alan and Gary offer all of this and                     4.5-inch drop-ins or a floral arrangement.
    much more. A large national importer, largely serving the East
                                                                                       you need in your store,’ people understand that he really knows
    Coast, Alan said they strive to offer customers the best price, the
                                                                                       that. He respects the industry and our company and honestly
    best service, and the best variety – which brings the best results.
                                                                                       likes what we do.”
       “We had our best year in more than 30 years in 2011,” he said.
                                                                                          Alan, Jim and another Michigan/Ohio representative, Sam
    “In a bad economy, that means a whole lot.”
                                                                                       Feder, will be at the Great Lakes Floral Expo in Grand Rapids, MI,
       Located in New Jersey, N.S.E. Imports supplies flower shops,
                                                                                       March 2-4.
    garden centers, fruit basket businesses, chocolates companies and
                                                                                          “We’re really excited to get to Michigan and showcase our
    other specialty shops.
                                                                                       products and develop new relationships with the attendees,” Alan
       “Our smallest accounts to our largest accounts, we treat them
                                                                                       said. “They’re going to see our great prices and the varieties and
    all the same,” Alan said. “You get a lot of close attention.”
                                                                                       functions of our products. It’s everything flower shops need.”
       The company has a warehouse in China, where Alan and Gary
                                                                                          Attendees will see N.S.E. Import’s Spring 2012 line, as well as
    go twice a year to visit factories and consolidate products.
                                                                                       pre-book Fall and Christmas 2012, including new accessories such
        “We like finding good, quality items for our customers,” Alan
                                                                                       as weatherproof berries.
    said. “We check out the competition, which we enjoy. It makes us
                                                                                          “Going through samples for Christmas 2012, Gary said I looked
    a stronger company.”
                                                                                       like a kid sorting through presents on Christmas morning,” Alan
       Customers can shop the company on their Web site, www.nsenet.
                                                                                       said. “I still have that kind of excitement for the products and
    com, or call 800-343-6855 to have a sales representative in your
                                                                                       a true love for the business. We have a finger on the pulse of
    area call on you. Jim Wilson is a new representative for Michigan
                                                                                       the industry. That’s really what it’s all about. That’s why we’re
    and Ohio.
                                                                                       still here.”
        “Jim’s been in the industry so long, he’s a great asset to us,”
    Alan said. “He understands the business, has seen so much and
    is easy to work with. When he tells someone ‘this is a hot item                    Visit N.S.E. Imports at booths 117, 228 and 226 at the Great Lakes Floral Expo!.
                                                                                                                                                                     25
the professional florist | volume I 2012




26
                                                                                                              the professional florist | volume I 2012



                                                                                                                               CFreport


Chairman’s Report
CF Goes to the EXPO
B y T I M L AT I M E R , C F C H A I R M A n




                     S
                           till waiting to take the written CF
                                                                                C o n g r at u l at i o n s n e w C e r t i f i e d f l o r i s t s !
                           exam? Why not take it at the Great
                           Lakes Floral Expo this March? The test              Mical (Mickey) Dunlop, CF . . . Dunlop’s The Art of Flowers
                                                                                                                  Wolverine, MI
                     will be offered at 1:00 p.m., Saturday, March
                     3, 2012. There are many educational                       Miwa Kameyama, CF . . . . . . Ann Arbor, MI
                     opportunities to take advantage of at the                 Hiroe Peterson, CF . . . . . . . . Ann Arbor, MI
                     Expo, and be sure to attend the Banquet for               Katherine Seeburger, CF . . . . Ann Arbor, MI
                     the induction of all our new members! With                Doreen Thomas, CF . . . . . . . Classic Designs, Lachine, MI
                     the start of the New Year, we have a new
testing option: take the CF test online in the comfort of your
own home! Want more assistance preparing to take the test?                   Our new CF Chairman, Tim Latimer, CF, teaches floral design at Michigan
Cindy Ching’s next preparation class is June 5, 2012, at the MFA             State University and has been on the CF committee since its inception.
headquarters in Haslett, MI. This class is a great warm up for               He was involved in developing the Certified Florist manual and writing the
the test. Cindy will give you great advice for studying and test             written exam. Tim has been designing and teaching at MSU for 25 years.
taking and guide you through the process of the hands on
portion of the test. The next hands-on and written test will be                          A Special Thank You to Kathy Petz!
offered June 10, 2012, at Michigan State University, followed on             Kathy Petz, AAF, CF, PFCI, served as CF chairwoman since 2007. Kathy
July 16, 2012, by the OFA Short Course at the Greater Columbus               has been on the CF committee since its inception and played a big role
Convention Center, Columbus, OH. I look forward to seeing the                in the development of the CF manual. Thanks for your hard work and
CF credential after your name!                                               dedication, Kathy!



  cF Flower of the Month
  STOCK (Matthiola incana)
  Stock is an old-fashioned, wonderfully fragrant flower used in mixed garden vase bouquets
  and line arrangements. It is still used much of the time for bridal work because of its delightful
  colors and magical scent, reminiscent of Victorian, Flemish and County French Periods of
  design. It is available year round, coming in colors of white, red, pink, cream, purple, lilac,
  yellow and peach. Stock last about five to seven days, depending on its water source and
  freshness when used.
  Stock is ethylene sensitive, so check that it was treated with STS at the growers or
  wholesales; if not, treat with silver thiosulfate solution. These flowers are susceptible to mildew
  and must be given plenty of room to breath in storage. Check and change the holding solution
  every two or three days. If stored too long in the cooler, they may still look good but will have
  lost their fragrance, one of the most desirable features of this bloom.




                                                   Floral tip
             Whether displays are used in a window or inside your shop, visual merchandising requires a
          variety of elements and principles in order to achieve its overall outcome. Incorporating viewpoint,
           a focal point, scale and proportions, balance space and order, rhythm, harmony and unity along
              with good lighting is essential. It only makes sense to put the same amount of thought and
                         skill into displaying your work and products as it takes to make them.

                                                                                                                                                        27
the professional florist | volume I 2012




     As a member of the                    For information
                                           and a rate quote contact:
                                           Mr. Steve Grinnell
                                           David Chapman Agency
                                           sgrinnell@davidchapmanagency.com
      You’ll save big!                     PH: (517) 321-4600

28
     certified Florist                                                            Professional Education Center       the professional florist | volume I 2012



     Manual & testing                                                                   Nature’s Creative Edge
                                                                                           Workshop 2012
Did you know? MFA’s Certified Florist (CF) program is a
                                                                                            Monday, March 26 • 9:00 a.m. to 4:30 p.m.
comprehensive program that covers all aspects of professional
floristry and is the most affordable program available to florists
                                                                                              Member: $249 • Non-Member: $349
today. And the most convenient: you can self-study at your own                               Instructor & Host: Robert Friese, AIFD
pace with this great manual/reference resource. The Certified Florist               Call the MFA office at (517) 575-0110 to register.
accreditation is nationally recognized and an approved pathway to AIFD              If you want to learn more about designing with natural products in a
accreditation. MFA offers an optional, educational “Steps to Certification”      relaxing woodland setting, this class is for you. Bob has long been known
class to help prepare for certification.                                           for his skills utilizing nature’s bounty; one of his specialties is creating
other Certification or Certified Floral Designer programs available today       moss topiary-style animals. These all-natural sculptures are perfect to use
would cost you over $1,000 and could take you years to accomplish!                as garden accents, or with flowers for special event work. Bob suggests
But not this program:                                                           that once you have learned the basic skill, you will be able to duplicate the
                                                                               animals made in this project to use as rental pieces or sell in your business.
*Cost for manual and one round of CF testing is $599.99
                                                                                 Those who have taken previous classes on natural design with Bob have
(includes tax & S/H)
                                                                                given rave reviews. It’s a treat to spend a day in the serene natural setting
*Cost for manual only is $399.99                                                   of his home/workshop. You will learn how to select and harvest natural
(includes tax & S/H)                                                             materials and then how to turn them into unique animal inspired shapes.
                                                                               The price of the class includes all your materials and lunch. This experience
Consumers today are offered more and more options for purchasing
                                                                               is priceless. Please bring your own tools including a good pruner, knife,
flowers and are looking for your credentials or certification to help them
                                                                                                        needle nose pliers and a wire cutter.
justify spending their money with you. Let them discover you are a
Certified Florist when they look into your business!                           Bob Friese operated a successful retail flower shop and
                                                                               design school in Riverside, IL, before “retiring” to Michigan
Get your CF manual today and prepare for the CF exam, which
                                                                               a number of years ago. He has been a presenter at a bevy
consists of 2-1/2 hours of hands-on design (you make five designs:
                                                                               of floral design programs, and presented AIFD regional
one duplicate for incoming wire service orders, one vase, one pin-on           and national Symposium programs numerous times.
corsage, one wrist corsage and one wedding bouquet,) and two hours             As an active member of the MFA for the past 10 years,
of written work (30 product ID and 120 multiple choice questions).             he has partnered with the MFA to teach classes at his
If you pass each section with a score of 80 percent or better you,             country home near Muskegon and Grand Haven each
become a Certified Florist!                                                    spring. Bob is the founder and host of “Nature’s Creative
                                                                               Edge,” a floral exhibit held on his wooded country property
                                                                               the third weekend each September. Floral designers from across the country are
The CF Manual consists                                                         invited to create large themed displays in a wooded area next to his home, then
of the following                                                               the exhibit is open for viewing by the public for three evenings. Proceeds from
                                                                               this event go toward floral education projects through the North Central Regional
chapters and books:
                                                                               Chapter of the American Institute of Floral Designers.
1.	 Care	&	Handling
2. Product Identification
3. Customer Relations/Sales
4. Delivery
                                                                                                   ClassiFied ads
5. Marketing                                                                  HELP WANTED: Wholesale job opportunities: Nordlie, Inc.,
6. Accounting
                                                                              Michigan’s largest wholesaler, has excellent opportunities for high energy staff
                                                                              in numerous capacities. Inside sales, route sales, designing, or merchandising
7. Gluing                                                                     – stop by our Warren, Flint, or Grandville stores. Full benefit program. Contact
8. Lighting                                                                   any one of our store managers: Tom Figueroa AIFD, MCF; Warren; 586-755-
                                                                              4200. Cathy Davison; Flint; 810-767-8883. Leslie Walton / Deb Durrant;
9. Basic Floral Design (this topic is covered using two books
                                                                              Grandville; 616-534-6883.
   that are included with your manual purchase.
   Florists’ Review Design School and                                         FOR SALE: Successful Business and Building. Owner Retiring
   Flower Arranging… Step by Step Instructions for Everyday Designs
                                                                              after 35 Years. Northwest Wayne County Location. For more information, contact
                                                                              Robert Campbell at (248) 568-7830 Max Broock Realtors.
10.	Study	Guide	&	Evaluation	Forms
                                                                              SEEKING DONATIONS: MFA Scholarship Committee seeks
                                                                              donations for the 2012 silent auction: Help fund the MFA
      Visit www.michiganfloral.org                                            Scholarship program with a donation to the Silent Auction. All kinds of items
              or call (517) 575-0110                                          are needed. Electronics, tools, sporting equipment, as well as any floral
                                                                              related products. For more information on how to donate please call Peg Long
               and register today!                                            (Saline Flowerland) at (734) 429-4458 or Jim Schmidt (Hyacinth House)
                                                                              at (800) 777-9945.
                                                                                                                                                                   29
the professional florist | volume I 2012



BUsinessCardads

                                              Alice E. Waterous, AIFD, CF, CFD, PFCI
                                              Alice Waterous
                                              Floral Consultant LLC
                                              217 Sherman Ave.
                                              Grand Haven, MI 49417
                                              616 446 5099
                                              616 847 4052
                                              awaterous@gmail.com




 florist
         the professional                       Ridgeway
                                              Floral & Gifts
                                              901 W. Michigan Ave.
                                                  P.O. Box 147
                                              Three Rivers, MI 49093
 The Professional Florist (ISSn 2150-            (269) 278-3955
 8658, USPS 008593) is the official mem-       Fax (269) 278-8085
 bership publication of the Michigan Floral
 Association, 1152 Haslett Road, Haslett,
 MI 48840. All membership dues include
 a $50 subscription fee. non-member
 subscriptions are available at the same
 rate for selected research, publication
 and related personnel. The Professional
 Florist is published bi-monthly for mem-
 bers of Michigan Floral Association.
 Periodicals postage paid at Haslett,
 Michigan and other additional offices.
 PoSTMASTER: Send address changes
 to The Professional Florist, P.o. Box 67,
                                              vendors
 Haslett, MI 48840. Phone: (517) 575-
 0110. FAx: (517) 575-0115.
 The Michigan Floral Association is not
 responsible for statements or opinions
 published in The Professional Florist.
 They represent the views of the author
 and are not necessarily the views of MFA
 or its staff.

     Mission stateMent
     To provide education and                                                          Florists on
  professional partnerships which                                                      Facebook!
  help to position Michigan Floral                                                     Looking for a fun, easy and FREE way to
    Association members at the                                                         network with fellow floral professionals and
   forefront of the floral industry.                                                   keep in touch with friends? Join Facebook
                                                                                       today at www.facebook.com. The Michigan
                                                                                       Floral Association has a group page on
                                                                                       Facebook and we’d like you to join! You’ll
                                                                                       learn about upcoming Professional Education
     To Place A Classified or Business Card Ad                                         Center classes, view pictures from the Great
             In The Professional Florist                                               Lakes Floral Expo, share tips and learn from
                                                                                       industry professionals, and so much more.
               Call Rod Crittenden at
                                                                                       Have questions? E-mail Rod Crittenden at
                   (517) 575-0110                                                      rod@michiganfloral.org to get started.

30
the professional florist | volume I 2012




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the professional florist | volume I 2012




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